The First-of-its-Kind “Predictive Lead Scoring 2014 Study” Shows That Nearly 14 Times More B-to-B Organisations Utilise Predictive Lead Scoring Today Compared to 2011.
SiriusDecisions global business-to-business (b2b) research and advisory firm, today unveiled its inaugural “Predictive Lead Scoring Study”. The first-of-its-kind study examines how data science and statistical methodologies have transformed lead scoring.
Organisations are increasingly applying statistical techniques to identify and prioritise sales prospects. The industry-first study summarises the capabilities and benefits of utilising predictive lead scoring solutions and details vendors’ key differentiators.
SiriusDecisions’ research indicated that predictive lead scoring is on the rise, with nearly 14 times more b-to-b organisations currently utilising predictive lead scoring compared to early 2011. This rapid rise is due to traditional lead scoring systems not providing a clear ROI. Although 68%of b-to-b organisations that have implemented MAPs score their leads, only 40 percent of these organisations reported that their sales teams agree or strongly agree that lead scoring adds value.
Key additional findings included:
- Organisations are just beginning to adopt predictive lead scoring: 64 percent of b-to-b organizations surveyed have used predictive lead scoring for less than a year, 24% for one to two years, five percent from two to three years and seven percent have used predictive lead scoring for longer than three years.
- Small and medium businesses have embraced predictive lead scoring more than larger businesses: 83% of b2b organisations using predictive lead scoring have less than $250M in annual revenues. 17% of those companies with annual revenues between $251M and $1B use predictive lead scoring.
- The technology industry is ahead of the curve: 78% of companies using predictive lead scoring are in the High Tech industry.
- The majority of users find value in predictive lead scoring: 98% of respondents say they would purchase predictive lead scoring again.
For more information on the “Predictive Lead Scoring 2014 Study”, contact SiriusDecisions